Design thinking: uma proposta para assessoria de imprensa

Abstract

On the verge of constant evolution of Journalism and Press Office, a demand for change rises. Professional Culture, Working Routine, and Field Knowledge directly interfere on final results of Press Office praxis, as well as on using new methodologies. This paper aims to present methodological contributions on Design Thinking for the praxis of a University’s Press Office. A documental and bibliographical research was carried out on Newsmaking theory, Press Office and Design Thinking - Participant Observation took place in order to map the Press Office of URI Santo Ângelo on Northwest of Rio Grande do Sul – Brazil. Suggested techniques on Press Office were also pointed out. It was a major concern to define points of action on the use of Journalism and Press Office theory, basing on working routine and business organizational charts. Therefore links were made between Newsmaking theory and Press Office as well as the use of Design Thinking tools on Journalism field. During the research it was possible to notice that Design Thinking methodology has relevant contribution to communication field, since it has applicable tools of generation of new products, communication with the press, stories definition, management events, among other processes within Press Office. Finally, the study brings proposals to the application of Design Thinking methodology on Press Office, pointing tools and models that may have applicability on a practical way on the model of the University and in other institutions.